Read some of the extracts below and I think you'll get what I mean. Check the jokey references in particular. Has anyone coined a name for that strangely passive aggressive, informal, pally-but-not-really, style? It's used all over the place now, and is part of a cloud of things that I've yet to see pegged as A Thing but which definitely IS: Innocent Smoothies, gentrified festivals, cupcakes, adverts featuring nice 20-somethings in an urban setting doing something creative together to a soundtrack of ukeleles, the rise of grammar fascism, the sudden trendiness of baking, knitting, old crafts etc. Twee springs to mind, but it's a weirdly sensible, even puritanical version of it
Oh yeah, check the list of companies thanked at the end. One in particular.